Digital Business Management Students Visit Spotify Canada
HLOs: 
In an inspiring finale to the 2023-2024 Business Excursion Series, Digital Business Management students spent an engaging afternoon at Spotify Canada. Hosted by Ivan Pehar, Head of Spotify Canada and a Humber Marketing graduate, the event offered a unique blend of learning and networking.
Ivan shared valuable insights into the music streaming industry, Spotify’s innovative strategies, and the latest digital trends. He also discussed the "Habits of Lucky People"—work hard, complain less, teach others, share credit, be on time, be kind, be teachable, and show gratitude—referencing Vala Afshar on X.
Additionally, Ivan provided guidance on personal development and suggested certifications for the students' professional growth. This session, filled with new knowledge and connections, concluded the series on a high note, leaving students inspired and excited for their future careers.
The following account of the trip below is written by Digital Business Management students Sabina Sabitova and Nisha Solanki.
An Afternoon of Learning and Engagement
Ivan Pehar began his Spotify presentation with an engaging activity, inviting all the students to join a link to Spotify Resonate, a feature similar to Spotify Wrap. This allowed everyone to see their collective listening habits, including top artists, genres, and daylist names. He then presented a business case study for the students to solve, offering a prize for the winning answer. The case study focused on Spotify’s strategy of providing premium features in its free model. Although many students offered great answers, none guessed correctly.
Ivan explained that most of Spotify’s revenue comes from advertisements, particularly video ads. By enhancing the free model with premium features, Spotify attracts more users from other platforms, who then generate ad revenue despite using the free version. Ivan expressed his enjoyment of these business challenges, noting how they encourage students to think critically, significantly increasing their interest in his presentation.
Humber Alumnus
“I did not have to graduate from Harvard to get here,” Ivan said, emphasizing that a degree from an elite institution like Harvard was not necessary for his success. He proudly identifies as a alumnus of Humber. The program at Humber was instrumental in his rise in the industry, and now, as a professor, he aims to inspire at least one student to change their perspective. Ivan emphasized his commitment to giving back to the community, evidenced by his part-time teaching role at Humber and Centennial. Another notable example is his personal involvement is presenting to Digital Business Management students at Spotify’s Toronto office, an event coordinated by Hanadi Alnawab. Sharing his knowledge and skills, Ivan embodies the third habit of a lucky person; 'teach others.' He emphasized that his teaching role is not for financial gain but to give back to the community.
A 26 Year Journey of Dedication and Perseverance
Ivan’s journey to becoming the Head of Spotify Canada is a testament to his dedication and perseverance in the music industry. His career includes significant roles at Yahoo and Twitter. His story is particularly inspiring to immigrant and international students, as he reflects on his childhood as an immigrant child who never imagined reaching such heights. He highlighted how it took him 26 years to be where he is today, emphasizing the importance of each job and that every job prepares you for your dream job. After 26 years of hard work, he ascended to a top position at the world’s leading music streaming platform, proving that persistence pays off. He recounted how he initially applied for only one job and subsequently received other opportunities through referrals, including his connection to Spotify, which came through a recommendation.
Building Luck: Habits of Successful Individuals
Ivan began his presentation by introducing the concept of a 'lucky person,' which he defines not as someone who was 'born lucky' but as someone who 'builds their own luck.' He shared various habits of lucky individuals that contribute to their success, emphasizing their importance in living a 'lucky' life. Ivan linked his success to the concept of being a 'lucky person.' He surprised the audience by attributing his achievements to luck and then explained his philosophy further. He shared his secret to being lucky, which involves following 15 habits such as working hard, showing gratitude, teaching others, and being punctual. Ivan not only discussed these habits but also demonstrated how they have been fundamental to his career achievements.
He concluded the session with an insightful tour of Spotify’s office and provided refreshments. At the end of the tour, he emphasized the importance of proactively managing one’s career through self-learning, volunteer work, and certifications. Ivan shared with us a list of essential certifications which he personally recommends, to help students enhance their career paths.
